In India, It’s Chinese vs Chinese When It Comes To Smartphone Market

The battle for consumers amidst Chinese smartphone players in India is only getting more intense with each passing day. And in a bid to correct its market share woes, one such player, Oppo, is taking some concrete measures, including leadership changes, product launches, expansion plans and a focus on R&D. The road to own a sizeable chunk of the market share won’t be easy as the brand goes up against other Chinese brands such as OnePlus, Xiaomi, etc, which are players with strong offline and online channels and the strength of their fan bases or ‘communities’.

While heavy discounting is not the way the brand wishes to go, it is looking at cashbacks and other offers to encourage purchase. The company has its engagement activities pegged on Bollywood, cricket and entertainment. But sports associations and celebrity brand ambassadors haven’t been able to do the trick, it would seem.

Sanchit Vir Gogia, founder and CEO, Greyhound Research, suggests that while the company is now positioning itself as a lifestyle brand with premium pricing, it is important to note that aside from other Chinese players, Google’s Pixel will be a major contender in that segment. He adds, “Oppo seems to be going through realignment, having burnt its fingers over the last few years after splurging on platforms such as IPL from a marketing standpoint.”

[Financial Express]


Analyst:

Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, a Global, Award-Winning, Technology & Innovation Research & Advisory firm. To read more about him, click here.

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